Aleks was first introduced to the concept of an in-house eyewear brand as a young optician at Robert Marc, where he observed the development of what is now the iconic high-end brand, Lunor. Back then, this idea was a distant dream — Aleks didn’t yet own his own optical shop, nor did he have the resources to create an independent eyewear line. But the seed was planted.
During his years working in Manhattan in the late ’90s and early 2000s, Aleks encountered many European tourists who often surprised him with their fun, bold, and expressive eyeglass styles. When sourcing frames for his own optical shop, Aleks struggled to find anything similar from major eyewear manufacturers.
While attending renowned optical fairs like Silmo Paris and MIDO Milan, Aleks was exposed to a diverse range of eyewear manufacturers and enthusiasts from around the globe. These events showcased everything from micro-brand innovators and emerging technologies to world-famous industry giants. It was here that Aleks began shaping his ideas into more developed prototypes. Fun, outside-the-box brands such as Kirk & Kirk, Sabine Be, and Anne & Valentin became major sources of inspiration.
With the opening of the EYES.NYC optical shop in 2018, it was finally time to bring the dream of an in-house eyewear brand to life. For Aleks, it was important that his own collection would not only be stylish and durable but also reasonably priced for his clientele at EYES.NYC. The team drew inspiration from bold, fashion show worthy eyewear pieces, adapting them to make a statement while still being suitable for everyday wear. Design and durability were key focuses, and Aleks and his team meticulously reviewed various temple designs to determine what would best suit their customers.
By 2021, unique pieces started appearing on the shelves of EYES.NYC. Then, by 2023, the “Vibrance” collection was born, featuring over 45 styles in a wide range of designs. Most of the frames are made from acetate, with a few bold and funky metal options. The collection showcases a vibrant selection of frames in transparent pinks, browns, greens, and more. Many frames feature playful pops of color on the temple tips or frame corners, adding a fun element while still being suitable for everyday wear—all at an accessible price point.
Alongside the Vibrance collection, Aleks and his team launched the “Titanium” collection, inspired by such iconic brands as Lindberg, Mykita, and IC Berlin. Perfecting a satisfying hinge design took time, but the result is a line of frames that offer both sleek design, quality and superior comfort. This collection features 12 feather-light eyeglass frames designed for sensitive eyeglass wearers, helping reduce the headaches and discomfort often caused by heavier eyewear.
While the Titanium collection includes classic black and grey frames, EYES.NYC added its own personality with pastel blends of blue, yellow, and green. These delicate shades emphasize the sleek, minimalist design of the frames, making them stand out while remaining lightweight and comfortable.
As we gear up for 2025, we’re excited to announce our upcoming November sale, where many favorite styles will be available at a discount to make room for new additions. It’s the perfect opportunity to find a great deal on standout frames.
We invite you to explore these collections in person at our store at 1511 Fulton St., Brooklyn, or browse our selection online.
